Virgin Media’s new ad is about what it feels like to experience speed, at a physical and emotional level.
When Usain Bolt broke the world 100m record he did it in an incredible 9.58 seconds. The ad re-creates that experience, over and over again and with increasing excitement. It describes the feeling of running at such speed from different and varied perspectives. ‘9.58 seconds’ informs the structure of the ad. It is a modular piece, made up of ten 9.58 second sequences.
It attempts to lift the lid on the real Bolt. It shows the ‘overwhelming rush of hurt’ he describes when talking about his training schedule, the impact his achievement had on adoring fans, the healthy Jamaican diet he grew up on, the gaming arcades he spent his childhood in and the Jamaican dance culture he is still a part of.
For more information visit: http://www.virginmedia.com/vivid